Ford Plans to Revamp up to 90 Percent of its Lineup by 2012

According to Lewis Booth, Ford's chief financial officer, we can expect to see major redesigns/revamps of 70-90 percent of Ford Motor Company's vehicle portfolio between now and 2012. Speaking at the 2009 Management Briefing Seminars in Traverse City, Michigan, Booth also confirmed that this unprecedented new-product barrage will be accompanied by significantly enhanced operating efficiencies that would put the automaker "on track to be breakeven or profitable on a pre-tax basis by 2011." In addition to cutting massive amounts of expenses on virtually every level, Ford expects to reap significant benefits from increasing emphasis on the leveraging potential of its "One Ford" global product plan. Booth said the company expects to increase the number of vehicles built off of each of its core platforms from 345,000 units today to 680,000 -- and that it has already cut its global nameplate count from 97 in 2006 to 59 at the end of 2008 with more reductions to come. "In the worst of economic times, we are taking the actions necessary not only to strengthen Ford's business but also to deliver world-class levels of product freshness globally. Within five years, Ford expects to have reduced the age of its global product portfolio by 20 percent." Booth also emphasized that during that period, Ford would redouble its efforts to deliver vehicles offering world-class levels of fuel economy, safety, quality and "smart" technology, which top the list of features most valued by today's car and truck buyers.